Investigation into
whether Associated
Security Group can
utilise social media
as a marketing tool

Abstract

This research investigates the potential of social media as a Business to Business (B2B)
marketing tool, specifically within the security products and services sector. It looks at its
potential place within an integrated marketing mix using Associated Security Group (ASG) as
a case study. ASG are a small, family owned security services firm. The research finds that
social media has a place as part of a larger, integrated marketing mix. Promisingly for ASG it
also finds their customer base is not all price sensitive. However, it does find that ASG needs
to more proactively and effectively make its customers aware of the need for quality to be
considered when purchasing security.